#NRAshow session: Holistic Engagement Strategy with Mobile


  1. Marc Lapides - Director of Marketing, Cosi 
  2. Annica Kreider - Director of Marketing, Mellow Mushroom
  3. David Burke - CFO of Diversified Restaurant Holdings (Buffalo Wild Wings Franchisee and Bagger Daves)
  4. Matt Wise - CEO of Hello World

Mobile is certainly a hot topic here at NRA this year. All members of the panel are investing in mobile in unique ways.

Of all the ideas, the one that stood out most was what Mellow Mushroom is doing. Mello Mushroom is actually testing table tents they call "share happiness". They had people scan a qr code at the table, which, in conjunction with Coca Cola, gave them an opportunity to win sweepstakes like LiveNation tickets, Mellow Mushroom gift cards and other giveaways. They had roughly a 9% conversion rate. And of the point of purchases made, 30% was made from SMS. That's huge and lead to a 9% volume increase in transactions.

The bottom line, if you don't currently have, or are not working on a mobile strategy to engage customers across multiple channels, you are missing out on many, many customers.